跨國聯盟關係演進與企業成長策略之個案研究

A Case Study on the International Alliance Evolution and Its Impact on the Growth Strategy of a Major Automobile Company in Taiwan

闕曉俐(Hsiao-Li Chueh)

指導教授 ： 李吉仁

國立臺灣大學/管理學院/國際企業學研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.00249

摘要

近年來，全球汽車主要廠商爲了追求研發、採購、裝配、行銷等價值活動的規模經濟，紛紛展開一連串的購併行動，大者恆大的集團化競爭態勢逐漸形成。台灣汽車廠商由於缺乏自主技術與品牌，必須與國際大廠維持技術合作或股權投資關係，在全球汽車業的購併風潮下，台灣汽車廠商未來的發展必然會受到衝擊。台灣的裕隆汽車與日本的技術母廠-日產自動車之間，已經維持將近半世紀的合作關係，在法國雷諾汽車入主日產之後，裕隆、日產之間的聯盟關係勢必會產生結構性的改變。在觀察「裕隆-日產」聯盟演進歷程之後，本研究試圖回答以下三大問題：
一、 裕隆的策略定位轉變，對裕隆本身的能耐發展，以及裕隆與日產的聯盟演進關係有何影響？
二、 影響裕隆、日產之間互賴結構與相對議價力的因素為何？
三、 裕隆本身的企業成長與聯盟演進有何關係？
爲了回答上述三大問題，本研究依序分析影響聯盟成員之間互賴關係與議價力的因素、探討裕隆-日產聯盟演進歷程、分析聯盟演進過程與企業成長之間的關係，並根據分析結果，本研究針對「裕隆-日產」聯盟未來的發展方向，提出裕隆未來的可行策略，包括：互賴關係的平衡、附加價值的強化與更新、提升本身在聯盟中的位階…等三方面。最後，本研究提出以下結論：
一、 聯盟成員適當的策略定位，會提高成員間爲了聯盟目標而互相配合的誘因，進而爲聯盟穩定性創造正向助益。
二、 聯盟成員間的相對議價力與互賴結構，會隨著聯盟成員的企業成長而演化。
三、 聯盟成員的企業成長會提升自身對聯盟的附加價值，而附加價值的發揮與強化，可以提高聯盟的穩定性，進而對企業成長產生正向回饋。
關鍵字：策略聯盟；聯盟演進；成長策略；汽車產業

關鍵字

成長策略 ； 聯盟演進 ； 策略聯盟 ； 汽車產業

並列摘要

Global consolidation is underway in the automobile industry during recent years due to the pressure among major car makers in achieving economies of scale in R&D, procurement, assembly, and marketing. Mergers and acquisitions among these major car manufacturers of US, Europe and Asia would totally reshape the industry landscape. Due to their lack of technology and brand awareness, almost every Taiwanese auto maker undertook an alliance with global major car manufacturers. Among these alliances, Yulon-Nissan alliance has lasted for nearly a half century. Such a long history of strategic alliance not only reflects the change of local auto industry but also represents a rich context for exploring the co-evolution between Yulon’s strategic change and inter-partner relationship, an issue which is the focus of this thesis.
Specifically, the present study tries to answer the following three questions：
1. What are the impacts of Yulon’s strategic position change on Yulon’s competence development and the evolution of Yulon-Nissan alliance？
2. What are the factors that affected the interdependence between and the bargaining power of Yulon and Nissan？
3. What’s the relationship between Yulon’s growth strategy and the alliance evolution in Yulon-Nissan？
By analyzing the alliance evolution in Yulon-Nissan, this study concludes that：
1. The strategic alignment between partners not only increases the partner’s incentives to accommodate each other in order to attain alliance goal, but also enhances the stability of the alliance.
2. The bargaining power of and the interdependence between partners in alliance will evolve along with the growth trajectory of partners.
3. Partners’ competence growth will enhance their value to the alliance and the stability of the alliance, which will in turn help the growth of partners in the alliance.
Keywords：Strategic Alliance, Alliance Evolution, Growth Strategy, Automobile Industry.

並列關鍵字

Alliance Evolution ； Automobile Industry ； Strategic Alliance ； Growth Strategy

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